December 5, 2024
Surprises and Trends Across 2024 Television Programming Performance
  • Insight and Strategy
  • Leadership and customer experience
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As we approach the end of 2024, it's time to reflect on the performance of television programming across both Quebec and English Canada. This season has been full of surprises, with some shows defying expectations and others falling short. From the rise of reality TV to the evolution of digital and linear TV integration, the landscape continues to shift rapidly. In this article, we’ll explore the standout performances, the audience dynamics, and what these trends mean for advertisers and the future of television in 2025. 

Unexpected Successes in Quebec Programming 

This season, very few programs met the projected estimates, even in the key AD18+ demographic. Surprisingly, some shows exceeded expectations in the coveted AD18-49 demographic, such as Infoman (103%), Discussion avec mes parents (106%), Le maître du jeu (112%), Temps de chien (107%), and Les enfants de la télé (146%). The Masked Singer was the clear frontrunner across all demographics, while Infoman surged to 3rd place, overtaking Indéfendable. This highlights the continued dominance of humor and variety shows over dramas in Quebec. 

While the new TVA series Les Armes struggled to maintain viewership after a promising September debut, it nevertheless place remained in the top 10 for AD18+. It should ben noted that Radio-Canada’s Dumas  remained in 4th place, the same position is was estimated to be.  Despite the overall decline in linear TV audiences, Quebec viewers continue to watch television in high numbers on a regular basis, with Quebec productions such as STAT and Indefendables delivering average audiences of 1.2 million on A18+. 

A Strong Comeback for Returning Shows in English Canada 

Most English programs outperformed their estimated audiences. After the 2023 Hollywood writers’ strike, Canadians were eager for their favorite shows to return this fall and to see what new programs were on  the horizon Notably, CTV's High Potential, a new show this Fall, jumped from an estimated 20th place to an impressive 5th position on A18+ viewership (based on current results).

Why Did New Shows Perform Differently? 

The varied performance of new shows can be attributed to several factors. In Quebec, Les Armes’ initial struggles likely stemmed from audience resistance to new series, as viewers may have preferred established favorites. Conversely, the success of Dumas can be linked to its strong storytelling and the backing of a reliable network. 

In English Canada, the surge in viewership can be explained by the pent-up demand for shows that were delayed due to the strike. Audiences were eager to reconnect with their beloved series, driving numbers higher than originally predicted.  

Younger Viewers (A18-24): What Caught Their Attention This Fall? 

In Quebec, younger viewers (A18-24) gravitated toward variety programming, with shows like Révolution and Chanteurs Masqués dominating Sunday night viewing. Occupation Double saw a decline in linear TV viewership as younger audiences turned to streaming platforms such as Crave for more flexibility. Moreover, the show's engaging content seems to be appealing for this target group.

Surprises and Trends Across 2024 Television Programming Performance
Surprises et tendances

What Do These Results Mean for Advertisers? 

With linear television audiences fragmenting, advertisers must be more strategic than ever. Media plans should embrace a mix of linear TV, digital platforms, and streaming services to reach different audience segments effectively. Niche targeting is essential, as the landscape becomes increasingly diverse. Advertisers will need to leverage advanced targeting tools to ensure their campaigns resonate with the right viewers, regardless of platform. 

Looking Ahead to 2025 

How Will the TV Landscape Evolve? 
In 2025, the television landscape will continue to transform under the influence of several major trends, such as the rise of streaming platforms.

At the same time, traditional television will need to adapt to remain relevant. Channels will have to innovate by offering new technologies.

Finally, the production of local and original content will become a key differentiating factor. Content creators will need to captivate audiences with authentic stories and unique perspectives.

Upcoming Shows and Seasons

French Quebec
New programming includes Veille sur moi with Guylaine Tremblay, Mea Culpa with Mélissa Desormeaux-Poulin, and several programs from TOU.TV like Slendeurs et influences (a parody of influencer culture) and L’oeil du cyclone (Season 4). Anticipated returns: Cérébrum (Season 3), Star Académie (Winter), Sortez-moi d'ici (Winter), and Occupation Double

English Canada
Exciting premieres include Amazing Race US (Season 37) in March, Amazing Race Canada (Season 11) in summer, and Law & Order: Toronto. This change in the television landscape means that 2025 will be marked by increased competition, constant innovation, and an unrelenting quest for audience engagement."

Redefining

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We are steadfast in our belief that marketing and media creativity needs to be constantly redefined. Because we are emboldened by the ever-more meaningful, memorable and impactful connections this creates between a brand and its audiences. And most importantly, because it drives business success.